This paper analyzes the Instagram posts of Serena Williams as her self-representation tools. Especially focusing on advertisement post because the advertisement posts have different characteristics in comparison to other posts. Looking through her advertisement posts on Instagram, two theses could be considered. Her general images are more obvious on the advertisement posts compared to other private posts. And her Instagram’s advertisement does not always represent what she wants to represent. Instagram is one of the popular self-representation SNS (social networking services) in the world. The pictures are posted with some comments and hashtags. Compared to other SNS such as Twitter and Facebook, Instagram is more picture-centered SNS.
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The first post is the advertisement of Tempurpedic, the company of bedding stuff. This post includes the hashtag, #ad, and she just posted the commercial itself. In this commercial, she plays tennis on the mattress to show how the mattress can absorb the shock. And this catchphrase is “Sleep is Power”. Serena Williams mentions in the caption that she has used this mattress for 10 years. These two things imply that this mattress makes her powerful. From this post, we can see this advertisement uses her as a powerful woman whose powerfulness is from sleeping on Tempurpedic’s mattress to describe their products more attractive. The second post is the advertisement of Berlei, the company of women’s underwear. This post does not include the hashtag #ad, and she just posted the video. In this video, she talks about what “Do it for yourself” means to her, wearing the Berlei’s underwear. “Do it for yourself” is the catchphrase of Berlei. It is considered that this phrase and Serena Williams’s self-independence are matched. The independent woman (in this video, that is Serena Williams) wears Berlei’s underwear. That makes this underwear more attractive and meaningful not just the function of underwear. From this post, we can see this advertisement uses her as a self-independent woman who wears the Berlei’s underwear to describe their products more meaningful for women. The third post is the advertisement of booking.com, the intermediary online booking website for mostly hotel and accommodations. This post includes the hashtag #ad, and she posted her photo enjoying her honeymoon. This post is different from other posts mentioned above in terms of posting photo looking like the private life. Actually, booking.com gave her this trip as the honeymoon. It is considered that booking.com asked her to post this photo to advertise their company.
The first post is the advertisement of Tempurpedic, the company of bedding stuff. This post includes the hashtag, #ad, and she just posted the commercial itself. In this commercial, she plays tennis on the mattress to show how the mattress can absorb the shock. And this catchphrase is “Sleep is Power”. Serena Williams mentions in the caption that she has used this mattress for 10 years. These two things imply that this mattress makes her powerful. From this post, we can see this advertisement uses her as a powerful woman whose powerfulness is from sleeping on Tempurpedic’s mattress to describe their products more attractive. The second post is the advertisement of Berlei, the company of women’s underwear. This post does not include the hashtag #ad, and she just posted the video. In this video, she talks about what “Do it for yourself” means to her, wearing the Berlei’s underwear. “Do it for yourself” is the catchphrase of Berlei. It is considered that this phrase and Serena Williams’s self-independence are matched. The independent woman (in this video, that is Serena Williams) wears Berlei’s underwear. That makes this underwear more attractive and meaningful not just the function of underwear. From this post, we can see this advertisement uses her as a self-independent woman who wears the Berlei’s underwear to describe their products more meaningful for women. The third post is the advertisement of booking.com, the intermediary online booking website for mostly hotel and accommodations. This post includes the hashtag #ad, and she posted her photo enjoying her honeymoon. This post is different from other posts mentioned above in terms of posting photo looking like the private life. Actually, booking.com gave her this trip as the honeymoon. It is considered that booking.com asked her to post this photo to advertise their company.